Kia Takes on Time Travelling with New Super Bowl Commercial for 2011 Optima

This year's Super Bowl is just around the corner and automakers are getting ready to spend millions of dollars to draw the attention of buyers. For a second year in a row, Kia will be present at the event with a full marketing campaign incorporating TV, digital, print and social media as well as in-dealership components, all focusing on the 2011 Optima midsize sedan.

The highlight of the campaign is a new 60-second spot that will air in the first quarter of Super Bowl XLV titled “One Epic Ride”. According to the company, the ad shows people across space and time "from a police officer and an international villain to aliens and an ancient chief" trying to get their hands on the all-new Optima, which "becomes an object of desire even for Poseidon", the Greek god of the sea.

“2010 was a historic year for Kia, including our best-ever U.S. sales and our first Super Bowl commercial, and it was an easy decision to return to the game this year to build on the brand’s momentum with the arrival of the all-new 2011 Optima,” said Michael Sprague, vice president, marketing & communications, KMA. “The first phase of the Optima launch promised that this vehicle is ‘not your average midsize sedan,’ and we knew we had to deliver something big for this year’s Super Bowl to give this eye-catching vehicle the attention it deserves, while at the same time generating fun and genuine interactions with consumers before, during and after the Super Bowl.”

The South Korean automaker said it will extend the campaign by giving away up to five new Optimas through its “One Epic Contest,” a game in which consumers will have to solve a series of puzzles using clues found in pre-Super Bowl and game day advertisements and social media postings.

Kia Optima Also Recalled Over Rust Problems

Same maker (aka the Hyundai Group), same problem (potentially excessive corrosion of the front sub-frame), different car. What initially started out in April 2008 as a recall for the 1999-2002MY Hyundai Sonata sedans over rust-related issues, has spread out to a number of models throughout the Hyundai and Kia range. In addition to the Hyundai Sonata '99-'02, XG300 and XG350 '01-'04, Elantra '01-'03, Coupe '03 and the Santa Fe '01-'03, the South Korean automaker has now issued a recall for a total of 36,538 MY2001-2004 Kia Optima sedans sold in the so-called 'Salt-Belt' states.

Again, the recall is centered around the internal corrosion of the front subframe caused by the winter application of salt on the roads. According to NHTSA, if the problem is not fixed, over time, the corrosion of the front subframe could lead to the detachment of the lower control arm. Owners of the affected cars can contact Kia at 1-800-333-4542 for more detailed information on the recall.

New Kia Optima Shows Up in Paris to show VW how to Design a Mid-Size Sedan

The Kia Optima, which made its original debut in New York, has crossed the pond to give the Europeans a little bit of that Korean flava (or is that German?) and rub the 2011 VW Passat B7's newly styled nose in the ground. Riding on the same platform as the "fluidic" Hyundai Sonata, the Optima brings Kia's "tiger" style to the mid-size saloon segment.

The results speak for themselves; anyone with an iota of style would walk straight past the humdrum Passat and get in this.

With a pretty face, a driver-centric cockpit, and some efficient engines - a 170-horsepower 2.0-liter gasoline unit and a 136-horsepower 1.7-liter turbo diesel - here's hoping this will continue to push the Koreans into Europe and light a fire under the designers of the usually-conservative mid-size German players.

For the essential specs on the European Kia Optima, check out our previous post. European readers out there, it's time for you to weight in: is the Kia Optima possibly worth your Euros, or will you still be buying European?

By Phil Alex

_______________________________GALLERY_______________________________

Sigh... Viral Marketing Tricksters Knock on our Door with a Kia Called Mediocrity

We not sure how Kia's marketing people are going to feel about this one (unless they're part of it...), but photos of an older generation Optima covered in beige cladding and featuring a badge with the word "MEDIOCRITY" have just landed in our mail box. Tony B, the tipster-reader-scooper who sent in the photos, claims he snagged the car in LA.

Of course, it didn't take long to figure out that this is a viral campaign of some sort. However, since we're gearing up for this week's Paris Motor Show, we're not going to waste our time looking for answers about a covered up Kia...

Nonetheless, this is what we know: the photos we're shot on September 10; a similar set of images along with an almost identical text were also sent to Motorauthority (even though they mistook it for a "seven year old" Mitsubishi). See both texts below:

From Tony to Carscoop:

"I was in LA last week and saw 3 or maybe 4 identical test cars. The other spy cars had more testing gear taped on and computers and other screens visible, but by the time I was able to find my camera , I was only able to catch up with one of the cars.

I don't know what kind of test car this is, but they sure didn't want us to take any pictures. There was a M on the grille and a nameplate on back reading MEDIOCRITY. Are they serious? MEDIOCRITY?"

From Tina to MA:

"I was in L.A. last week with my husband and we saw several (5 or 6) identical test cars. The other spy cars had more testing gear taped on and computers and other screens visible, but by the time I was able to dig my camera out of my purse, I was only able to catch up with one of the cars.

I don't know what kind of test car this is, but they sure didn't want us to take any pictures. There was a M on the grille and a nameplate on back reading MEDIOCRITY. Are they serious? MEDIOCRITY?"

And well, that's about it. Feel free to have some fun in the comments section below.

"Scoop" Pictures:

____________________________________________________________________

2004 Kia Optima: